Global Health Coalition Urges FIFA to End Coca-Cola Partnership Ahead of World Cup 2026

A significant international coalition of public health experts and organizations has called on FIFA to commit to ending its partnership with Coca-Cola by the year 2030. This movement, known as Kick Big Soda Out, first launched its actions against FIFA during the 2025 Club World Cup held in the United States, where activists accused Coca-Cola of misusing sports to bolster its image amid growing concerns over the health and environmental impact of its operations. The issue has resurfaced as the 2026 World Cup approaches, escalating the pressure on the global football governing body.

The tension surrounding this partnership is palpable. Countries co-hosting the tournament, notably Canada and Mexico, have begun enforcing front-of-package warning labels on foods high in sugar, salt, and fat. Mexico has been at the forefront of imposing taxes on sugary drinks, a move echoed by Canadian provinces like Newfoundland and Labrador. These regulatory actions stem from longstanding public health initiatives aimed at curbing the consumption of products heavily marketed by Coca-Cola, particularly among youth.

FIFA's commercial partnerships have long drawn scrutiny for their misalignment with local health policies. The prominent presence of Coca-Cola at the 2026 World Cup will contradict the efforts of these countries striving to reduce sugar intake and improve the overall health of their populations. The expectation for Coca-Cola’s exposure at such a global event raises concerns about endorsing practices that run counter to national health regulations designed to protect public welfare.

Sandra Mullin, Senior Vice President of Advocacy and Communications at Vital Strategies, noted, "The sugary beverage industry has leveraged sports for years to create a positive public perception, despite mounting evidence of its detrimental effects on public health." She emphasized that public health advocates seek from FIFA a sponsorship approach akin to the historical precedent set concerning the tobacco industry.

The rising consumption of sugary drinks has been linked to the increasing incidence of obesity, type 2 diabetes, and cardiovascular diseases. The aggressive marketing strategies by sugary drink manufacturers reach millions, including children, ultimately influencing their preferences and purchasing decisions.

Since the launch of the Kick Big Soda Out campaign during the 2024 Paris Olympic Games, the initiative has garnered the support of over 523,000 advocates and 97 organizations from various countries. Activists are urging FIFA to make the 2026 World Cup a pivotal moment for reevaluating its sponsorship policies rather than missing yet another opportunity for meaningful change.

Join the movement calling for FIFA to end its partnership with Coca-Cola by 2030 at www.kickbigsodaout.org and utilize the hashtag #KickBigSodaOut to participate in the conversation.

For more information, contact: Rachel Burns at [email protected]